University of Twente Student Theses


SuperThuis 2013

Wesselink, Maik (2013) SuperThuis 2013.

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Abstract:This research is conducted to investigate the target groups of and how can reach these target groups. The research is divided into two parts, namely a literature review and a empirical research. Literature review to investigate how the online shopping market is looking like, in other words is there still potential in online shopping. There is also literature searched on the supermarket sector. The empirical research was conducted to find out the interest in doing online groceries among consumers and on which target group can best focus. Together, this has led to a good advice for The request of this research came from S. Gijsberts. He told me that is a startup company. They like to have examined the extent to which consumers are interested in doing their groceries online, which target group has interest in doing groceries online and how can reach this target group in the best way. Therefore, the central question in this research is: Which target groups are distinguished within the online grocery market and how they could best be reached? To achieve a good answer to this question, the following research questions were formulated: 1. What does the online shopping market looks like? 2. What are the target groups for 'SuperThuis' and what are the developments they're going through? 3. How can SuperThuis reach these target group? The empirical research to investigate the interest of doing online groceries is conducted among 80 consumers who were doing their groceries in different supermarkets. The main conclusions from this study are: - SuperThuis must focus on the group of consumers between 25 and 40 years. This group of consumers know how to deal with computers and how to order products online. Consumers in this group have often already purchased products online. - Social Media should be actively used. It is intended to inform consumers, maintain relationships with consumers and make promotion for - Consumers are aware of the benefits of doing online groceries and they appreciate these benefits too. However the cons are for the consumer more important than the benefits at this moment. On the basis of this conclusion a recommendation is written, the recommendations for SuperThuis are: - The client can best focus on consumers in the age group of 25 to 40 years. Because these consumers are most active online and often do groceries. - The client can best use social media like Twitter and Facebook to promote SuperThuis. - The use of the website of the supermarket to promote SuperThuis is possible by placing a link to the online store or a news story. But it is not advised to use it for active promotion of Superthuis because it is not widely supported.. - The client must make the barrier, to do online groceries, low as possible. SuperThuis can achieve this by dropping the most costs for the consumers. Optionally when people do their groceries online and they trust it is still possibly to make profit. - The client is advised to use Track & Trace to send the purchased products. This is a simple and efficient way to monitor the package between shipment and delivery.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration BSc (56834)
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